AMD Establishes Semi-Custom Business Unit to Create Tailored Products with Customer-Specific IP

AMD Formally Introduces Semi-Custom SoC Business Strategy

by Anton Shilov
05/01/2013 | 11:15 PM

Advanced Micro Devices on Wednesday formally introduced its semi-custom system-on-chip business strategy it has been talking about for about a year now by creating semi-custom business unit that will specialize in development of custom chips with third-party intellectual property.

 

“Innovation in computing over the next decade will come from deep knowledge and integration of hardware, software and system expertise. The charter of the semi-custom business unit at AMD is to provide OEM customers access to leading-edge IP to create tailored and differentiated solutions. AMD’s high-performance heritage, strategic investments in IP, and SoC design methodology enable customer-specific solutions that are truly one-of-a-kind,” said Lisa Su, general manager of global business units at AMD.

AMD’s high-performance SoC processor design methodology provides a modular approach, leveraging best practices to readily re-use silicon IP and design building blocks. With the semi-custom business unit, AMD collaborates with customers to create customized chip solutions that help enable customers to push the boundaries in product development. The business unit features a strong team of engineers who are well-versed in graphics and compute processing, and is led by corporate vice president and general manager Saeid Moshkelani.

Providing to customers a level of flexibility and differentiation that goes beyond standard AMD products, the business unit takes AMD to a new level of customer-centric design by integrating these building blocks with customer-specific IP to create tailor-made solutions using a flexible system-on-a-chip (SoC) design methodology.

The semi-custom business unit will focus on high-volume, high-value applications across a wide array of markets, including: gaming, set-top boxes, smart TVs, PCs, tablets, servers, high performance computing and infrastructure applications. The PlayStation 4 from Sony Corp. is the first announced customer design win.

With AMD’s scalable Semi-Custom solutions, IP blocks can be quickly tailored without having to design a new platform. The semi-custom business unit is able to deliver tailor-made solutions within an accelerated timeframe.

“AMD has a strong intellectual property portfolio and a nimble approach to chip design. That combination should help the company capitalize on new opportunities by customizing its IP building blocks for specific applications and use cases. AMD’s ability to flexibly collaborate with customers should lead to the development of high-value solutions that deliver superior performance and end-user satisfaction,” said Charles King, president and principal analyst of Pund-IT.